Case Study: Heffron grows reach and buyer insight with BlueChip Communication

Heffron develops 6 buyer personas with BlueChip Communication

Heffron, one of Australia's largest independent SMSF service providers, faced low brand awareness among its key target audiences of accountants and advisers due to a fragmented marketing approach and a limited understanding of its buyers' roles. The vendor, BlueChip Communication, was brought in to help the company reach a new audience and grow its business.

BlueChip Communication conducted 24 interviews and a workshop to develop six new buyer personas and paths to purchase. This provided Heffron with a targeted marketing program, bringing clarity to its content and channel strategy. The results included more focused marketing that saved staff time and costs, and the new personas became central to all product and service development.

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